THE BIRTH OF GAMING TOURISM
Why just play games when you can explore them? Stunning visuals and immersive landscapes gave birth to gaming tourism. That’s why Xbox teamed up with Rough Guides to publish the first-ever travel guide to gaming worlds.
LAUNCHED AT THE UK’S BIGGEST TRAVEL SHOW
In January 2020, we unveiled the guidebook at Destinations: The Holiday & Travel Show at London Olympia. With a press conference, a tourism-style booth, and hands-on experiences, visitors got their first glimpse of this groundbreaking book.
LAUNCHED AT THE UK’S BIGGEST TRAVEL SHOW
In January 2020, we unveiled the guidebook at Destinations: The Holiday & Travel Show at London Olympia. With a press conference, a tourism-style booth, and hands-on experiences, visitors got their first glimpse of this groundbreaking book.
186 PAGES OF TRAVEL ADVICE. BUT FOR GAMES.
The 186-page guide features eight carefully curated titles, each showcasing a unique destination. All games include open-world elements that encourage players to wander and explore at their own pace.
The IPs included are Forza Horizon 4, Shadow of the Tomb Raider, Tom Clancy’s The Division 2, Assassin’s Creed Oddyssey, Halo 5: Guardians, Sea of Thieves, Metro Exodus and Anthem.
TWO MONTHS AFTER LAUNCH...
OUR NEW WAY TO TRAVEL BECAME THE ONLY WAY TO TRAVEL
This was a campaign that started well before Covid-19 but gained added utility once the world could no longer travel.
IN-GAME WALKING TOURS & VIDEO CALL BACKGROUNDS
During lockdown, we brought the guidebook to life with in-game walking tours and turned gaming destinations into Microsoft Teams backgrounds—letting users immerse themselves in their favorite virtual worlds during video calls.
A VIDEO GAME BRAND TURNED INTO A TOURIST BRAND
We even created souvenirs inspired by iconic gaming destinations and sent them to gaming and travel journalists, giving Xbox the ultimate tourism twist.
AVAILABLE NOW AT THE MICROSOFT STORE
Proceeds go to SpecialEffect, a charity helping people with disabilities enjoy video games.
AWARDS>
Cannes - GOLD - Direct - Data & Technology Gaming - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2020/2021
Cannes - GOLD - Brand Experience & Activation - Retail Experience & Activation - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2020/2021
Cannes - GOLD - Print & Publishing - Commercial Publications - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2020/2021
Cannes - SILVER - Brand Experience & Activation - Excellence in Brand Experience - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2020/2021
Cannes - SILVER - Entertainment Audiovisual Branded Content - Brand Integration & Sponsorships Partnerships - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2020/2021
Cannes - BRONZE - Direct - Direct: Sectors - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2020/2021
Cannes - BRONZE - Direct - Culture & Context - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2020/2021
Cannes - BRONZE - Brand Experience & Activation - Excellence in Brand Experience - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2020/2021
Cannes - BRONZE - Brand Experience & Activation - Brand Experience & Activation: Sectors - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2020/2021
Cannes - SHORTLIST - Titanium - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2020/2021
Cannes - SHORTLIST - Industry Craft - Art Direction - Xbox 'The Birth of Gaming Tourism'/ McCANN London / 2020/2021
Cannes - SHORTLIST - Direct - Excellence in Direct - Xbox 'The Birth of Gaming Tourism'/ McCANN London / 2020/2021
Cannes - SHORTLIST - Media - Media: Sectors - Xbox 'The Birth of Gaming Tourism'/ McCANN London / 2020/2021
Cannes - SHORTLIST - Media - Branded Content & Entertainment - Xbox 'The Birth of Gaming Tourism'/ McCANN London / 2020/2021
D&AD - YELLOW PENCIL - Integrated - Collaborative Campaigns - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2021
D&AD - YELLOW PENCIL - Entertainment - Experiential - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2021
D&AD - YELLOW PENCIL - Entertainment - Integrated - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2021
D&AD - GRAPHITE PENCIL - Writing for Design - Graphic - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2021
D&AD - WOOD PENCIL - Direct - Integrated - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2021
D&AD - WOOD PENCIL - Gaming - Experiential - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2021
ANDY Awards - GOLD - Idea - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2020
ANDY Awards - GOLD - Craft - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2020
The One Show - GOLD - Branded Entertainment - Innovation in Branded Entertainment - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2020
The One Show - SILVER - Direct Marketing - Integrated Campaign - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2020
The One Show - SILVER - Digital Craft - Digital/Physical - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2020
The One Show - SILVER - Print - Booklets & Brochures - Xbox 'The Rough Guide to Xbox' / McCANN London / 2020
The One Show - BRONZE - Integrated - Co-Promotions - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2020
Epica Awards - GOLD - Native Advertising - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2021
Epica Awards - GOLD - Integrated Campaigns - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2021
Epica Awards - SILVER - Recreation & Leisure - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2021
Epica Awards - BRONZE - Direct Marketing - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2021
Webby Awards - NOMINEE - Advertising, Media & PR Brand Strategy - Xbox 'The Rough Guide to Xbox' / McCANN London / 2020